Free template · Marketing / Design
Performance review template for a demand generation specialist
A ready-to-use, section-by-section template with the competencies that matter for a demand generation specialist, role-specific example phrases, and a guard against the stock filler that makes most reviews read as generic. Copy the structure, fill in your evidence, or skip the writing entirely with Crestento.
The template
Four sections, in this order. Length should match the evidence you have — a thin section is honest; an invented paragraph is not.
Summary
One or two paragraphs setting the context: what was expected of demand generation specialist this period, and your overall verdict. Lead with the headline.
Example phrasing
“Took blended CAC from $720 to $510 across the year through paid-search keyword pruning and a landing-page rebuild that lifted lead conversion from 3.4% to 5.2%, ran 27 A/B tests with documented learnings, and rebuilt the lead-scoring model in HubSpot that now routes >85% of MQLs to the right AE.”
Strengths
The behaviours and outcomes that made the work happen. Anchor in evidence: blended CAC and channel-level CAC, MQL volume and quality (SQL conversion rate), landing-page conversion rate.
- Evidence for: paid campaign management (search, social, display).
- Evidence for: lead-gen funnel optimisation.
- Evidence for: marketing-automation workflows (HubSpot, Marketo, Pardot).
- Evidence for: experimentation and A/B testing discipline.
Areas for Growth
Forward-looking development edges. Frame as opportunities, not deficiencies. Specific behaviours to develop, not generic demand generation specialist criticism.
- One pattern observed across the period.
- One specific behaviour to develop.
- One concrete next step.
Goals for the Next Period
Two or three concrete goals. Each should name a specific behaviour change, a measurable target, and a deadline. Avoid vague aspirations.
Competencies to evaluate
The 7 competencies a strong demand generation specialist review structures around, in priority order. Use these as the spine of the Strengths and Areas for Growth sections.
- paid campaign management (search, social, display)
- lead-gen funnel optimisation
- marketing-automation workflows (HubSpot, Marketo, Pardot)
- experimentation and A/B testing discipline
- attribution analysis (per-campaign, multi-touch)
- landing-page conversion optimisation
- sales-handoff hygiene (lead-scoring, routing)
Before you write
Demand-gen is the most measurable role in marketing — every dollar tracks to a click, a lead, a deal. Strong demand-gen specialists run disciplined experimentation, know their unit economics cold, and partner with sales on lead quality. Weak demand-gen specialists chase impressions and clicks without connecting to pipeline.
Evidence to gather
Strong reviews for a demand generation specialist cite evidence of these shapes. Only use a specific value (a percentage, a count, a dollar amount) if you actually have it — don’t invent a number to sound concrete.
- blended CAC and channel-level CAC
- MQL volume and quality (SQL conversion rate)
- landing-page conversion rate
- A/B test cadence and statistical significance achieved
- lead-routing accuracy
- marketing-sourced pipeline / revenue
- ROAS by channel
Where to find the evidence
Work products a demand generation specialist produces. Reference these by name in the review when they’re relevant — it signals you know the work.
- campaign briefs and budget allocations
- A/B test logs with results documentation
- landing-page mockups and conversion analyses
- marketing-automation workflow diagrams
- lead-scoring model documentation
- monthly performance / attribution reports
Phrasing that lands vs phrasing that doesn’t
Strong — specific, evidenced, role-appropriate
“Took blended CAC from $720 to $510 across the year through paid-search keyword pruning and a landing-page rebuild that lifted lead conversion from 3.4% to 5.2%, ran 27 A/B tests with documented learnings, and rebuilt the lead-scoring model in HubSpot that now routes >85% of MQLs to the right AE.”
Weak — vague, unevidenced, generic
“Strong demand-gen specialist.”
Phrases to never use
Stock filler that AI-written demand generation specialist reviews slip into. Managers spot it instantly. Rewrite to name a specific behaviour instead.
- “strong demand-gen specialist”
- “drives pipeline”
- “data-driven marketer”
- “growth mindset”
- “passionate about growth”
- “raises the conversion bar”
- “consistently delivers leads”
Don’t invent these specifics
The details an AI tends to fabricate for demand generation specialistreviews. If you don’t have the specific number, name, or date in your notes, leave it out — generic-but-honest beats specific-but- invented every time.
- specific CAC / conversion-rate numbers not in input
- named campaigns or channels when only general work was mentioned
- specific A/B test counts or outcomes not provided
- particular tooling implementations (HubSpot, Marketo) not in input
- specific MQL volumes or pipeline attribution not provided
Skip the template, generate the review
Drop your bullet points into Crestento and it produces the polished draft using this exact template structure, tuned for a demand generation specialist. Two reviews free, no card.
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